Despite dramatic improvements in the reporting and measurement capabilities of common Web analytic tools, the actual practice of Web measurement has not shown similar advances. The results of many analytic efforts are disappointing, and the usefulness of Web measurement to an organization is still very dependent on having an outstanding individual practitioner. What is more, the practice of Web measurement revolves around the usage of a disparate grab-bag of tools (pathing, page analysis, affinity, segmentation, events) with no particularly clear understanding of when, how or why a tool is the most appropriate choice. After a decade practicing as a Web analytics consultancy and search engine marketing analytics tool provider for Fortune 1000 brands, SEMphonic, has released its proprietary methodology - functionalism - into the public domain to help the industry address these problems.

In a related announcement, SEMphonic is also offering The Functionalism Engagement, which is a short-term (two to three month) project geared toward getting Web analytics efforts on the right track. It includes all four of the key steps to fully implementing functionalism:

  • Classification: a rigorous classification of the pages on the site based on the pre-defined Functional templates;
  • Measurement Protocol: Mapping the details of each page type KPI set to the actual site implementation;
  • Adaptation: the details for producing each functional KPI in your particular measurement solution;
  • Communication: the construction of a management report set based on functional analysis that will bring the measurement concepts to life for your marketing managers and designers.

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